Traditional media stages 2026 comeback

A shift from clicks to credibility, context

- SUCHIT LEESA-NGUANSUK

Thailand’s media industry spending is expected to grow by 1.7% in 2026 to reach 87.3 billion baht, as brands shift from short-term performance marketing towards a more balanced, structurally driven growth strategy, according to media agency Media Intelligence Group (MI Group).

The media agency describes 2026 as a year of “rebalancing growth”, marking a transition from conversion-focused campaigns to a more integrated communications approach that strengthens both immediate sales and long-term brand equity.

MI Group has revised up its projection for media advertising spending this year from its forecast late last year that the industry in 2026 would expand by less than 1%.

The revision aligns with signs of improved consumer confidence and stronger consumer purchasing power across many sectors, said Pawat Ruangdejworachai, the group’s president and chief executive.

Online media, including influencer marketing, and TV will continue to command the largest share of advertising spending at 29.1 billion baht, followed by out-of-home media at 17.9 billion baht.